NITV launches ‘Reimagine Australia’ campaign and unveils new branding

National Indigenous Television (NITV) has launched a new campaign encouraging Australians to ‘Reimagine Australia,’ alongside a new logo and television schedule, as it marks nine years of being available free-to-air as part of the SBS network.

With 15, 30 and 60 second promotional spots running across SBS channels and platforms including television, online, radio and social media, the new campaign highlights NITV’s special place in the media landscape and the channel’s distinctive offering across news, sport, drama, documentaries, food and children’s content. The campaign went live across NITV and SBS channels at 5am on Sunday 12 December.


The campaign features familiar Australian faces including Ernie Dingo, Uncle Jack Charles, Aaron Fa’Aoso, Adam Goodes, Osher Günsberg, Ziggy Ramo, Archie Roach, Kerry O’Brien, Samantha Harris, Sasha Sarago, Mi-Kaisha Masella, Tim Minchin, Adam Hill, Ella Havelka, Janice Petersen and Jeff McMullen.

NITV’s creative team joined forces with First Nations full-service creative agency Gilimbaa, led by executive director and proud Wakka Wakka man David Williams, to create and implement the new brand. Since 2008, Gilimbaa, which means ‘today’ in Wakka Wakka language, has focussed on the power of storytelling and the role this plays in the celebration of culture and community, working for and with Aboriginal and Torres Strait Islander communities to achieve lasting creative outcomes.

As NITV implements its new brand, it has also introduced a new prime time television schedule, designed to reach and serve communities with its distinctive programming line-up. The revised schedule features themed programming slots, including a drama night, a thriller/horror movie night, a six-day a week natural history documentary slot and a regular weeknight slot entitled Bamay (an NITV production which shows Australia’s most diverse and stunning landscapes from a bird’s eye view).

In November, NITV appointed Jodan Perry as head of digital, and in October, Peter Noble, as general manager.

Director of indigenous content, SBS, a proud Birri and Guugu Yimidhirr woman, Tanya Denning-Orman, said: “NITV has come a long way since we started beaming out across the bush in 2007. Since becoming part of the SBS network and available free-to-air to all Australians in December 2012, we’ve continued to grow and reach more Australians. We’re proud to be delivering what we were established for all those years ago, as a dedicated space for First Nations stories, made by Indigenous people in control of how we’re portrayed, and representing the many voices of the country’s First Australians.

“Telling our stories on our terms has never been more important, and as the power and promise of Aboriginal and Torres Strait Islander perspectives increasingly becomes a focus for Australian audiences, we’re excited to launch a new look and feel that reflects NITV’s enduring mission, illustrates the contemporary channel we are today, and celebrates the diverse First Nations communities and cultures we champion through our content.”

She added: “NITV helps all Australians to connect with our country’s rich Indigenous history with programs that inspire, instil pride and lead to greater understanding of Aboriginal and Torres Strait Islander peoples and cultures. We want to thank everyone who leant their voices and joined with our channel to amplify why NITV is so integral to the Australian media landscape.”


Director of Indigenous Content TV & Online Content, SBS: Tanya Denning-Orman

General Manager, NITV: Peter Noble

Head of Entertainment, Events and Creative, NITV: Adam Manovic

Creative Manager and Lead Creative, NITV: Belinda Larymore

Head of Commissioning and Programming, NITV: Kyas Hepworth

Director of Marketing, SBS: Jane Palfreyman

Head of Creative, SBS: Joel Noble

Head of Group Marketing, SBS: Uma Oldham

On Air Manager, NITV: Carrie Henry

Programmer, NITV: Dale Adams

Program Scheduler, NITV: Sarah Cook

Senior Brand Manager Marketing, SBS: Carolina Chiaradio

Marketing Lead, SBS: Emma Petersen

Head of Corporate Communications: Sarah Vahtola

Head of Publicity, SBS: Jo’an Papadopoulos

Senior Communications Specialist, NITV: Hannah Pemberton

Head of Presentation & Promotions Planning: Chris Page

Art Director, SBS: Peter Jeffs

Lead Producers, SBS: Kirsty Turner and Janet Arida

SBS and NITV Designers: Jeremy Worrall, Jesse Dalton and Danny Jenkins

Production Coordinator: Helen Laughton

Promo Producers, NITV: Eva Bridie, Helen Laughton and Rishi Sakur

Audio & Mastering: John Ertler

GILIMBAA (External Agency):

Executive Director: David Williams

General Manager: Helga Weiss

Project Manager: Jo Callachor

Art Director: Niqui Branchu

VANDAL (External Agency):

Executive Director, Creative Strategy: Emile Rademeyer

Creative Producer: Catherine Terracini

Associate Creative Director: Kurtis Richmond

Designers: Kurtis Richmond and Brad Chandler

MILKBAR (External Agency):

Creative Director: Peter Cramer

Producer: Celine Seifert

DOP: Paul Howard

Producer: Melanie Horkan

Production Assistants: Wen Jinwtonic, Tristen Talvi, Celine Seifert

Sound Designer: Hisham Billal

Music Composer and Director, NITV Ident: William Barton

Produced at: Little Street Studio, Fortitude Valley, QLD.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.